Advanced Digital MarketingLaajuus (5 op)

Osaamistavoitteet

Digital Marketing is constantly evolving making it imperative to stay in touch with the latest trends and techniques. This Advanced Digital Marketing course will look to build on students’ knowledge of digital marketing and in turn create a deeper knowledge of key digital marketing requirement as well as putting knowledge gained into practise.

The main aim of the course is to increase students' theoretical and practical knowledge of digital marketing. This is course is an e-learning course with some lecturing material and feedback offered using an internet site

Sisältö

By the end of the course, the student will be able to:
- Create a digital marketing campaign
- Gain increased knowledge in technical competencies in internet marketing, such as SEM, affiliate marketing, and web analytics
- Utilise knowledge of search engine advertising and its measurement.
- Utilise knowledge of online branding and web promotional techniques
- Develop further knowledge of web2.0- web3.0 and new web techniques

Esitietovaatimukset

Minimum two years of business studies, English language proficiency

Lisätiedot

Recommended reading:
Turban et. al. Electronic Commerce - a managerial perspective, Prentice Hall 2002 (selected chapters).
Books Available from Metropolia electronic library (ebrary):
Digital Marketing: Global Strategies from the World's Leading Experts, Author: Wind, John Wiley & Sons 2001 (0-471-36122-4)
Digital Marketing : Using New Technologies to Get Closer to Your Customers, Author: Rowan, Kogan Page, Limited 2002 (0-7494-3664-6)
Other material will be distributed during the course.

Teaching and learning strategies:
Lectures as well as online learning initiatives will form the basis of the course.

Teaching methods and student workload:
Lectures 60 h
Assignments 40 h
Self-directed learning 30 h

Assessment weighting and grading:
Class Attendance 15%
Internet quizzes 35%
Internet Assignment 35%
Internet Assignment presentation 15%